More than half of Amazon's Dutch sellers are from China

Amazon launched its Dutch site in 2020, and 30,000 sellers flocked to it as soon as it went online. Recently, foreign media released a survey report on the Dutch site, showing that there are about 19 million products on the platform and about 97,000 sellers, most of whom are international sellers.

The results show that sellers on Amazon Netherlands come from 73 different countries , with the majority coming from China, accounting for 59.5%, followed by Germany ( 11%) and the United Kingdom (5.8%) , as well as sellers from Italy ( 4.4%), Spain (3.2%) and France (2.6%) . Local Dutch sellers account for only 2% .

On the other hand, there are also obvious fluctuations in the number of sellers and products on the Dutch site. Some Dutch sellers did not list any products after completing registration, and some did not fill out their personal information in full. About 3.6% of sellers could not determine their location.

In addition to the small number of local sellers, their product scale is also relatively small. About 61% of Dutch sellers have less than 50 registered products, at least 40% have less than 10 products, and only 3% have more than 5,000 products.

Most of these sellers use their own logistics, accounting for about 78%, 14.5% use FBA for their complete product line, and about 7.9% of sellers use FBA for some of their goods. In comparison, sellers using Amazon Logistics will sell better, but the fulfillment service was recently fined in Italy for violating EU competition rules.

According to research by Statistics Netherlands, most Dutch consumers prefer to buy clothing and home furnishings online. For this reason, sellers on the Dutch site mainly sell in these categories, accounting for 23% and 11% respectively .

Amazon doesn’t release a lot of exact information about its Dutch site yet , so these figures are just rough estimates, but the survey still surprised many people to find that Dutch sellers only account for such a small proportion, which means that most of the nearly 20,000 new sellers registered last year were cross-border sellers.

Amazon

Netherlands

Europe